New Urban Tourism and its implications on Tourism Mobility the case of Munich Andreas Kagermeier & Werner Gronau Trier University & Stralsund University of Applied Sciences, Germany 6 th Conference on Mobility in a Globalised World Vienna, Austria 26 & 27 September 2016 Point of departure Urban tourism: a dynamic growth market Arrivals in German metropolises Mio 70 60 50 40 30 20 10 0 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: Own design using data from: Statistisches Bundesamt (2016) A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 2
Point of departure Urban tourism: a dynamic growth market New Urban Tourism (Off the Beaten Track; outside the Tourist Bubble; live like the Locals ) Explore off the beaten track??? Insider tips Sleep in unique accommodation Life with/like local Authenticity Stay in residential neighborhood Get into contact A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 3 New urban tourism Post fordist, flexible working and living circumstances Blurring distinction between tourism and the everyday (including MICE, VFR, multilocal living); idea of de differentiation (LASH 1990, URRY 1995) Visitors and creative class inhabitants / employees have similar rhythms and needs (VOGELPOHL 2012) Distinktion und Integration To take part in the everyday life of the city and its inhabitants is often seen as central to the tourist experience (MAITLAND 2008) While people increasingly touristify [Larsen, 2008] their everyday life, tourists tend to take their home behaviors with them when they travel (PAPPALEPOE et al. 2014: 231) New Mobility Paradigm Tourism mobility is blurring with everyday mobility pattern (HANNAM 2009) A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 4
New media and tourism Permanent accessibility of travellers... leads to an overcoming of the traditional separation between being on holiday and everyday world. Changes wishes and needs during their stay. Ubiquitous available information... shifts the priorities in the stay-preparation and design; facilitates and strengthens the trend to spontaneous activities and discovering the urban atmosphere. Mobile transport / mobility information and reservation services... facilitate the use of a broader spectrum of transport means and the flexible usage and reservation. Photos: Freytag 2009 Case Study Munich 7 mio. visitors and 14 mio. overnight stays in 2015 half of them incoming tourists (Statistisches Bundesamt 2016) Source: LHM RAW 2014: 17 A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 6
Main Tourist Attractions Photos: www.muenchen.de A. Kagermeier & W. Gronau 6th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 7 Secondary Tourist Attractions Photos: www.muenchen.de A. Kagermeier & W. Gronau 6th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 8
Secondary Tourist Attractions Photos: www.muenchen.de A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 9 Methodology Standardized face-to-face interviews in Munich (done by a group of students from Trier University) 16 th to 21 th May 2016 Only overnight guests Focus on younger tourists (>35 years) 269 cases 54.3 % from abroad 52.4 % first time visitors 39 % in the historic city centre A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 10
Visit of main tourist attractions 0% 25% 50% 75% 100% Historical City Center Englischer Garten First time visitor Repeat visitor Olympiapark Nymphenburg Palace A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 11 Visit of secondary tourist attractions 0% 10% 20% 30% 40% Museums Quarter Landtag/Friedensengel Deutsches Museum Flaucher Gärtnerplatzviertel / Glockenbachviertel Maxvorstadt Schwabing Ludwigsvorstadt Haidhausen Giesing BMW-Welt Allianz Arena Geiselgasteig / Bavaria Filmstudios First time visitor Repeat visitor A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 12
Allianz Arena BMW Welt Olympiapark Nymphenburg Palace Englischer Garten Maxvorstadt Schwabing Museumsquarter Ludwigsvorstadt Landtag / Friedensengel Historical City Centre Deutsches Museum Gärtnerplatz / Glockenbach A. Kagermeier & W. Gronau 6th Conference Mobility in a Globalised World, Vienna Haidhausen Flaucher Giesing Bavaria Filmstudio 26 & 27 Sep. 2016, Slide 13 Photos: www.s-bahn-muenchen.de www.mvg.de www.mvv-muenchen.de A. Kagermeier & W. Gronau 6th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 14
Means of transport 0% 25% 50% 75% 100% Bus Metro S-Train Tramway Taxi Private Car Rental Car Carsharing Rental Bike Bikesharing Private Bile First time visitor Repeat visitor A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 15 Evaluation Public Transport Unsatisfied 1 2 3 4 5 Reliability Satisfied Expenses Comfort/Cleanliness Flexibility Bus Metro S-Train Tramway Average Accessibility Sustainability A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 16
Evaluation Sharing mobility options Unsatisfied Satisfied 1 2 3 4 5 Reliability Expenses Comfort/Cleanliness Carsharing Rented Bike Bikesharing Average Flexibility Accessibility Sustainability A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 17 Information on mobility options Accommodation Friends / Relatives Brochures Websites Apps 0% 10% 20% 30% 40% 50% A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 18
One APP for multimodal mobility options Fahrinfo MVG more Information, Routing, Registration, Reservation and Accounting Source: Kärgel 2015 A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 19 One APP for multimodal mobility options Source: carsharing.mvg mobil.de 2016 A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 20
One APP for multimodal mobility options: Bikesharing Source: Kärgel 2015 A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 21 One APP for multimodal mobility options: Carsharing Source: Kärgel 2015 A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 22
Information on mobility options by origin 0% 10% 20% 30% 40% 50% Accommodation Friends / Relatives Germany Europe Outside Europe Brochures Websites Apps A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 23 One APP for multimodal mobility options: Only German speaking target group Source: www.mvg.de 2016 A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 24
Conclusions Blurring of everyday and leisure has consequences on spatial mobility patterns Temporary visitors become a more and more relevant target group for urban mobility services (leisure as well as educational and professional reasons) Challenges for integrated mobility service providers Need to provide effective communication: you never get a second chance Importance of multipliers (formal and non-formal) Necessity to cope with language barriers A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 25 Thank you for your attention and we look forward to a lively discussion A. Kagermeier & W. Gronau 6 th Conference Mobility in a Globalised World, Vienna 26 & 27 Sep. 2016, Slide 26